Boosting soft drink purchases in Nigeria.

1. Case Study / Coca Cola
Boosting soft drink purchases in Nigeria
Campaign Objectives
Coca-Cola used the Etisalat EasyAdz service enabled by Optism to drive awareness
of their mobile enabled ‘Open and Win’ campaign and encourage participation
through purchase and a high level of quantifiable actions. Participants were also
encouraged to visit the campaign website to find out more and to forward the
campaign link to friends - adding a viral, social media element.
Campaign Results
Nearly 200,000 messages were delivered in a 12 hour period, with over 41,000
responses. The campaign drove strong engagement with an overall campaign
Campaign Solution response rate of 21%. The most engagement came from the 18-25 age group, a
An interactive text dialogue message was highly desirable target audience for beverage companies, with a 35% response
sent to the opted-in audience to raise rate. Click-through rates of 6.5% were observed showing an effective call to action.
awareness of the Coke airtime promotion and The campaign was equally well-received by men and women.
drive purchase of Coca Cola, Fanta, Sprite or
Schweppes. On purchase, the consumer
simply had to look under the crown for a code
which they would then text to see if they had
21% of recipients responded to the campaign overall
won free airtime. On responding 1 or 2, the
subscriber was sent a follow up message 6.5% of respondents clicked through to the website
revealing more about the promotion and/or
giving them the option to tell their friends by
forwarding the campaign url.
35% response rate among the 18-25 age group
Replying to any dialogue message is Males/Females were equally responsive
always free.
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